Monday, May 7, 2012

SWOTT analysis

This is a fictional case study on how to use a SWOTT analysis when starting a new business or expanding an existing one. All information is fictional except the facts about Trader Joe's. This is not a proposal to them, or anything based on inside knowledge. As far as I know, there are no plans to create Trader Jane's. Don't call Trader Joe's and ask them when the new Trader Jane's will be open. It won't. Have I spelled it out for you?

This is a fictitious case study that exists solely for academic purposes and teaching a vital marketing concept, SWOTT analysis.

Sunday, May 6, 2012

Testing and Control

All marketing plans need to include a control phase that tests marketing methods against the quantified goals of the marketing plan. Most companies use sales analysis tracing “sales revenues to their sources, such as specific products, sales territories, or customers” (Kerin, Hartley et al, 2005, p. 603). With the advent of computerization and data-warehouses, companies can now analyze many different sub-categories of sales data. Some of these include geographic disbursement, discounts, product variations, and order characteristics as well as customer data and profitability.